Iconosquare, a social media analytics firm, recently released their annual British Brands Report to reveal that Burberry has seized the top spot for a second year in a row. This is not entirely surprising as Britain doesn’t own an extensive catalogue of fashion brands that are as profitable, or popular, as those from the States, France, or Italy.

Coming behind Burberry, and its 10.4 million followers on Instagram, is Topshop with 9.2 million followers; followed by Jimmy Choo with 7.3 million, Asos with 6.6 million, Alexander McQueen with 5.3 million, and Stella McCartney with 4.5 million.

“Burberry should be especially pleased with their efforts as they have topped our British brands on Instagram study for the second year running and boosted their follower count by over 2 million over 12 months,” said CEO of Iconosquare, Romain Ouzeau. “A strong social media presence is an essential component of any successful marketing strategy. The top ten most popular British brands on Instagram have all been able to successfully promote aspirational lifestyles to a wide audience of people and will reap rewards this holiday season.”

And the aspirational lifestyle that Burberry has been promoting involves a whole lot of check and plaid. The brand’s Instagram account features model after model mostly dressed in the knitwear, outerwear, and variations of patterns that Burberry has become famous for over the years. Classic, traditional, and warm are what the iconic brand has chosen to exude in its social media platforms which has, so far, resonated with over 10.4 million followers; truly an ode to what has kept the brand relevant since its establishment back in 1856.

Despite this victory for Burberry, WWD reported that Iconosquare believes “British brands have a long way to go,” and used the top three brands of the global list (Nike, Victoria’s Secret and Chanel) as role models that British brands could learn from. From Nike with 75.2 million followers to Chanel’s 25 million, it’s easy to see why people flock to these brands that have curated ideal lifestyles that emanate effortlessly from their posts on Instagram.